Getting noticed is the first in a series on book promotion. Other topics will include getting book reviews and creating a following.
Is your book promotion strategy working for you or is getting the publicity for your book a challenge? Have you sent out press releases, asked for radio interviews, contacted organizations for speaking opportunities and bookstores for book signings, and then waited and waited for responses? Do you wonder what you could differently to get noticed?
To get noticed, offer your services—don’t sell your book. Become an authority and promote your expertise. See your book promotion as a spin-off of your self promotion. When promoting the self, don’t promote your own interest or profile; promote your expertise and the solution you provide. This might be easier for non-fiction writers, but, with some thought, fiction writers can do this too. While non-fiction writers can speak about their topic or experience, non-fiction writers can speak on writing, book promotion and marketing, indie publishing, or the research done for the book. Both can collaborate with other authors to offer a panel discussion, training session, or collaborative book signing event. In short, you have to provide value to the radio or TV host , library, or organization. It is this value, that will get you noticed.
Be relevant. Try to tie in your expertise with current events or special days. Check out On This Day in History to find dates to speak on a topic, and then pitch that association with the people or organizations with whom you are trying to connect.
Become a good interviewee and guest speaker. If needed, join a Toastmasters International club to learn public speaking skills and how to ad-lib. Always provide an introduction that includes “Author of [Book Name].” Provide the host with potential questions, but be prepared to speak on topics that the host introduces. Put links on your webpage to other interviews: radio and TV hosts like to know that you can speak to the audience. Likewise, record the interview; don’t count on the station or the host to do it for you.
If possible, use press releases and social media to promote the interview or speaking engagement, always mentioning the host, program, or organization; it is to your advantage to do your own publicity. If there is a rise in listeners, viewers, or a packed house, you increase the chances of being invited back. It also gives you leverage when discussing engagements with other organizations—everyone loves a success.
When requesting the interview or speaking engagement, provide information about yourself and your book in a format that is easy to read. Attach a handout with all the necessary information. (Click here to download my handout, then use it as a template to create your own.) Use this handout as a promotional tool at book signings, in your speaker’s packet, or training handouts.
Always dress well or in character, even for a radio interview. Dressing the part not only establishes your authority, it helps you mentally prepare for the event.
Following the interview, send a hand-written thank you to the host. I created note cards with the cover of my book and these seem to be well-accepted and sets you above the norm.
How to get noticed
- Promote yourself, not the book
- Offer value, become an expert
- Be relevant
- Become a good interviewee / speaker
- Make it easy for others to introduce you and your topic
- Dress for the part
- Promote the event, make it a success
- Write a personal thank you to the host or hosting organization
What do you do to get noticed? Do you have secrets you want to share? Please comment.
